The Point
Create a nationwide burger-eating blitz.
To help Hellmann’s take a leadership position in the better burger craze, we showed operators how having Hellmann’s at hand can attract and satisfy burger-loving guests.
The Plan
Connect burger lovers with burger makers
Use social and mobile media, influencer marketing, radio placements and in-store merchandise to drive consumers to participating Burger Route locations to find amazing burgers in their neighborhood and for a chance to win prizes.
The Idea
Find your way to a great burger.
A variety of media prompted consumers to find a Burger Route location near them by visiting burgerroute.com. Then, when they visited the operation, in-store merchandise directed them to order a burger and share a pic for a chance to win prizes.
The Work
Burger Route was created to help launch the new Hellmann’s tabletop bottle into the commercial restaurant sector by driving consumers to participating operations.
The Payoff
It wasn’t just about mayonnaise.
In addition to moving product, Burger Route moved people. By creating a path between consumers and restaurants, Burger Route invested in Hellmann’s customers, helping operators attract new traffic and ultimately build their own brands.
Find out how we can put solutions like these to work for you.
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We work where brands overlap.
Shared Spaces Marketing is the practice of connecting with consumers in places where physical, digital and intellectual space is shared by multiple brands.
Where people congregate. Where channels intersect. Where companies collaborate.
This is where the agencies of Marlin Network work, in the warm, cozy dogpile of consumer and trade.